CREATING DISTINCTIVE BRAND IDENTITY

Problem: Although Wacoal was the #1 brand in prestige department stores, the brand was still largely unknown among new, target consumers due to modest media budgets and undifferentiated messaging with a lack of visual impact

Solution: Building upon research findings which showed high loyalty to the brand, among beauty driven consumers, our new campaign positioned Wacoal as a valued beauty product, a category women pay more for and are fiercely loyal to. Layouts are strong and memorable.The “anonymous model” photo intentionally hides the face to allow women to “see themselves” in the message.

“I always invest in a good eye cream...and a Wacoal bra”

“My best anti-agers? The right mascara, the right concealer and my Wacoal bra”

“The right bra can change your look as well as your outlook”